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Sell the Experience, Not the Process.


There is an old advertising adage that many small businesses need to adapt, “Sell the Sizzle, Not the Steak”. What does that mean? It means the MOST important thing is to focus your marketing effort on the benefits to your customers and clients. Think about
your own experience with steak.

Do you want to hear about the raw product, the chef, or YOUR experience making that first cut—juices running, you almost drooling as you lift that bite to your mouth? Too many small businesses focus on what is important to the owner(s), a natural thing for those who have risked it all to start and grow a business. Recalling a time when I worked on a Senatorial campaign in the Chicago area. Trying to get the support of the Mayor of a SW suburb, we focused on the many attributes of this candidate.When we paused, he said, “What’s in it for me?”

And that is exactly what each company should ask themselves about their intended marketing targets with every message: What is in it for them?